Posicionamiento y apropiación de la marca Soy Boyacá en el sector empresarial de Boyacá

Abstract

In this article, the process carried out by the department of Boyacá in relation to its territorial marketing strategy through the region brand “Soy Boyacá” and the importance and impact of this on the processes of local economic development and competitiveness is studied. regional. From the qualitative research approach, information was collected through the application of digital surveys to a statistically selected sample of the Boyacá population and entrepreneurs linked to the region brand “Soy Boyacá, in order to investigate and analyze their perception regarding the level of appropriation and positioning of the region brand, as well as the motivations, advantages, disadvantages and other factors that denote the true effectiveness of the actions carried out during the development of the strategy. The results indicate that there is a recognition of the region brand by the assigned businessmen, who, in turn, rescue important factors to continue promoting this as a strategy to promote the promotion of Boyacá products, to the revitalization of the regional economy and the strengthening of the business fabric. On the other hand, it is identified that the Boyacá community presents a low knowledge and identification with the context and foundation of territorial marketing and this limits the scope of the expected results with this implementation.